What’s in a name?

From European Voice's Entre-Nous column

4/13/11, 9:03 PM CET

Updated 4/23/14, 9:09 PM CET

A name-change for the CIAA.

The Conféderation des Industries Agro-Alimentaires de l’UE, the CIAA, is going to change its name in June. Gleeful Anglo-Saxon punsters, who were amused that the pan-European food and drink industry association was so easily confused with the Central Intelligence Agency, will laugh no more.

Mella Frewen, the director-general of the CIAA, denies that the new name will be the Food and Beverage Industry association, or FBI, which would have pleased those who continue to think that talks about the nutritional composition of lasagne are indeed a cover for old-fashioned espionage.

The trend that saw Unice transform itself into BusinessEurope and boring-sounding EICTA become DigitalEurope suggests that the new name will be along the lines of EuroFood. But here’s hoping that the CIAA can introduce some good taste.